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Hooper Galton and EGS scoop Danepak

Danepak, the Danish bacon and pork products manufacturer, has appointed Hooper Galton and Edwards Groom Saunders to handle its creative and media planning accounts respectively.

The agencies scooped the £4 million account after triumphing in a
pitch against other, unnamed shops.

Hooper Galton has a brief to relaunch the Danepak brand, which has not
advertised since 2002. It will de-velop a campaign comprising press,
radio, online and promotional activity. The campaign is expected to
break in September, with further work scheduled for spring 2007.

Olivier Johnson, the planning director at Hooper Galton, said: "Danepak
is a popular brand which has been quiet for a while.

"Meanwhile, consumers' relationship with food has moved on, leaving
private-label to have much its own way in the bacon category. There is
now a genuine opportunity for a premium brand with ambition and the
right big, bold creative thought."

Fiona Clayton, the brand development manager at Danepak's parent
company, Tulip, added: "Hooper Galton's creativity on brands such as
Nando's and Florette caught our attention, and the flair that it showed
working with Edwards Groom Saunders during the pitch made the decision
to hire both agencies easy for us."